Shannon Welch
  • Female
  • New York, NY
  • United States
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Profile Information

Profession / role:
Communications Director
Company / organisation:
Maison-de-Mode.com
Website (if you have one):
www.maison-de-mode.com
My primary role in relation to fashion is:
Other
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PR / Press
About me / About business or organisation:
I am currently the Communications Director of ethical fashion retailer, MAISON-DE-MODE.COM. I have spent the last 8.5 years working in fashion & lifestyle public relations and have been with MdM for one year. My focus is on promoting sustainable and ethical brands and helping other brands pivot there business models.
Career history / Company history:
EXPERIENCE
MAISON-DE-MODE.COM (New York, NY | March 2017 - Present)
Communications Director
" Implement core communications strategies, tactics, and reporting on a quarterly and yearly basis
" Garnered $447,437 in print media ad value, 3,874,766,587 in digital viewership and 30 features via press coverage in 2017
" Explore new consumer and business facing opportunities to solidify co-founders' status as leaders in the sustainable industry; including speaking engagements and sponsorships
" Compose all press materials including press kits, case studies, co-founders' biographies, press releases, and company decks
" Communicate activations, collaborations, events and launches with fashion, lifestyle and business press where appropriate
" Identify relevant digital influencers in the eco-friendly, vegan and ethical fashion space; build relationships and secure organic social media coverage
" Research and summarize digital marketing tactics for small business including programmatic and affiliate opportunities
" Plan and execute consumer-facing and industry events: guest list management, liaise with catering & production teams, oversee on-site logistics, coordinate pre and post-event coverage and manage budgets

DIESEL USA (New York, NY | January 2014 - March 2017)
Press & Publicity Manager, Womenswear
" Strategized, planned and implemented yearly PR initiatives, including potential events and partnerships with respect to managing a $200k yearly budget
" Responsible for proactively pitching and securing brand stories, news features and lifestyle pieces for Diesel and Diesel Black Gold and their respective creative directors Nicola Formichetti and Andreas Melbostad within women's publications
" Developed PR strategies, managed and executed a two-phase opening for the Madison Avenue flagship store in December 2015 & February 2016. Oversaw and worked closely with two outside agencies to ensure successful execution of both phases including pre and post-event coverage, digital influencer partnerships, guest list management, VIP attendance and talent coordination. Garnered 7.8 billion in digital viewership and 6.7 million in print circulation
" Executed monthly, quarterly and yearly reports; responsible for increasing DBG editorial coverage by +168% in key publications and increasing feature coverage for Diesel & DBG by +47% in 2015
" Organized seasonal Milan runway shows (formerly NYFW) for DBG with respect to US press coverage, interview coordination and attendance
" Managed daily communication with HQ office on global strategy, advertising campaign shoots, presentations and international shoots
" Supervised PR Coordinator's day-to-day activities and provide guidance & development

STARWORKS GROUP (New York, NY | August 2012 - January 2014)
Account Manager, PR
" Oversaw daily communications for multiple clients; including Temperley London, IRO, Camilla and Marc, Seafolly, Banjo & Matilda, UNIQLO, Parsons MFA Program and Ashley B
" Created and executed yearly, quarterly and project-based communications strategies for clients including UNIQLO, Temperley London, Seafolly, IRO, and Camilla and Marc
" Planned seasonal runway shows for NYFW, LFW, PFW and Milan for clients including Parsons, Temperley London and Vivienne Westwood
" Developed and secured news stories, travel profiles, product features and event coverage
" Organized seasonal bridal press days for Temperley Bridal and editor meetings with designer, Alice Temperley
" Managed growth and development of junior team members

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